Gavilán: La publicidad para hispanos no se trata del lenguaje
Worldwide leaders in advertising, arts and social initiatives shared their views during the first day of the World Summit on the Creative Economy and Creative Industries, organized by Creative World. Presentations included cases of countries that have progressed thanks to cultural industries, experiences with minorities that found solutions to their problems, and examples of global markets and their evolution. Alex López Negrete, President and CEO at Lopez Negrete Communications; Aldo Quevedo, Director and CCO at Richards/Lerma, and Horacio Gavilán, Executive Director of AHAA, spoke on behalf of the Hispanic market. “As Hispanics we understand what diversity can offer the market, in the general market there is nobody that knows those insights” said Gavilán. “Hispanic advertising is not anymore about language, because the majority is bilingual.” For Gavilán, Hispanic agencies are doing the best advertising in the U.S. “This year we won six Cannes Lions. It’s a record. Ten years ago nobody talked about us. I think it’s very interesting, because people think we’re talking to a minority group and that perception about the Hispanic market depict it as if it has less value, we’ve to prove a high ROI and we’re given less budget. The challenge is changing this view and keeping our educational commitment with consumers and the Hispanic community.” The summit ends on Thursday 28 in Crystal City, 2231 Crystal Drive, Suite #1000, Arlington, VA, USA.
